Science at the heart of medicine

Transcription

1 Science at the heart f medicine Philip and Rita Rsen Department f Cmmunicatins and Public Affairs DEPARTMENT OF COMMUNICATIONS AND PUBLIC AFFAIRS PUBLICITY GUIDELINES FOR FACULTY These guidelines are designed t highlight the innvative and valuable cntributins f the Einstein research, educatin and clinical cmmunities. They are intended t streamline cmmunicatins between academic departments and the Philip and Rita Rsen Department f Cmmunicatins and Public Affairs (DCPA) s we can disseminate infrmatin abut Einstein mre quickly and effectively. The guidelines are divided int eight categries: summary and imprtant tips; peer-reviewed research; grants; annuncements; p-eds/letters t the editr; events; trends r stry ideas; and publicity evaluatin and ptins. Please review these guidelines carefully. They have been updated as f January 12, GUIDELINES SUMMARY AND IMPORTANT TIPS T ensure cmplete cnsideratin, alert DCPA within 48 hurs f learning that a paper has been accepted r a grant r hnr will be bestwed. DCPA des NOT receive ntificatin frm jurnals that a paper has been accepted, and sme jurnals publish nline within days f acceptance. This grwing trend tward quicker publicatin means that withut immediate ntificatin, we are unlikely t cnsider yur study fr a press release. Please nte that the news media and DCPA cnsider the first date f issue even uncrrected prfs psted nline the publicatin date. This may precede print publicatin by several weeks r even mnths. As a rule, members f tp-tier media d nt cver research after its publicatin date. ntificatin shuld be sent t ntificatin@einstein.yu.edu, indicating the type f news in the subject line, e.g., Accepted Paper; Grant Ntificatin; Annuncement; Event; r Stry Idea r Trend. Alng with yur manuscript, please send yur answers t the fllwing questins: What is nvel r publicity-wrthy abut this research? Hw des this research change what is knwn abut this area f research? What, if any, is the ptential public health relevance f this research? T what degree, if any, has Mntefire r any f ur clinical affiliates cntributed t this research? If there is mre than ne Einstein authr, appint ONE cntact persn fr cmmunicatin with DCPA. In all cases, department chairs (and center directrs) will be cpied n crrespndence. Fr research invlving scientists utside Einstein, DCPA will crdinate ur release with the public affairs departments f the cllabratrs. 1

2 DCPA lks t the appinted Einstein cntact persn t indicate in what manner ther researchers at Einstein and/r at external institutins shuld be included in the written materials. Please be sure t cmmunicate this t the writer r ther DCPA staff members. DCPA hnrs all embarges. DCPA regularly wrks with jurnals, funding rganizatins and partner institutins n embarged news and studies. While yu may be directed nt t make the infrmatin public until a certain date, this applies t ntifying the general public, nt the cmmunicatins prfessinals at Einstein. We hnr all embarges. If the subject matter may have cmmercial applicatins, please the ffices f bitechnlgy and business develpment at bitech@einstein.yu.edu as sn as pssible t discuss whether patent prtectin shuld be pursued. PEER-REVIEWED RESEARCH Please ntify DCPA within 48 hurs f learning that yur paper has been accepted by a peer-reviewed jurnal. We are mst interested in knwing abut research in which yu are the crrespnding r senir authr. Hwever, ALL studies in which yu play a rle will be cnsidered fr publicity. T ensure accuracy, DCPA needs ample time t review all materials under cnsideratin; cnduct interviews if applicable; and draft, edit and release publicity material. Since ur department des NOT receive ntificatin frm jurnals that a paper has been accepted, it is imperative that faculty members ntify us immediately after a paper has been accepted if they want their research cnsidered fr publicity. As a rule, DCPA des nt publicize review papers. Hwever, as rare exceptins have been made in the past, yu may alert DCPA if yu feel yur review is particularly newswrthy. When ntifying DCPA, send infrmatin by t ntificatin@einstein.yu.edu, subject line: Accepted Paper. As part f this ntificatin , please include the fllwing: A manuscript f the accepted paper; Identificatin f the crrespnding authr. Answers t the fllwing questins: What is nvel r publicity-wrthy abut this research? Hw des this research change what is knwn abut this area f research? What, if any, is the ptential public health relevance f this research? T what degree, if any, has Mntefire r any f ur clinical affiliates cntributed t this research? 2

3 Please craft yur answers s that they can be understd by faculty members wh are nt experts in yur field and, if pssible, by an infrmed lay audience f nnscientists. After yu ntify us, yu will receive an autmated acknwledgment. We will evaluate the infrmatin yu sent and respnd t yur request in a timely manner. Members f DCPA may be in tuch t request r arrange fr sme f the fllwing: A phne interview t aid in the writing f the release; A scientific image fr which yu wn the cpyright and accmpanying captin (similar t, but nt the same as, the ne prvided t the jurnal); A clr headsht (if yu dn t have ne, we can arrange fr ne t be taken); A vide interview abut yur study fr psting nline; Updates t yur faculty prfile page. If yur study invlves mre than ne Einstein authr, please appint ONE authr as the pint f cntact with DCPA and include the department chair and center directr (if applicable) as part f the crrespndence. If yur study invlves cllabratin with researchers utside Einstein, please let us knw and we will crdinate publicity with thse institutins. Hwever, all edits frm yur department shuld be crdinated thrugh ONE Einstein cntact persn s DCPA can maintain accuracy and prmte efficient wrkflw. If yur research invlves scientists utside Einstein, please highlight the wrk f these cllabratrs s all cntributins are prperly credited. If the crrespnding authr is at an utside institutin, please indicate yur cntributins s that when we crdinate with the cllabratr s institutin, we can ensure that yu receive apprpriate attributin fr yur cntributins in press materials frm that institutin. Please nte that DCPA will lk t the appinted cntact persn t indicate in what manner ther researchers shuld be included. We can include a list f all researchers at the end f a news capsule r press release r include mre-substantial mentin f c-authrs and their cntributins, depending n the circumstances. It is imprtant t cmmunicate this directly t the writer r ther DCPA staff members t ensure that yur cllabratrs are prperly represented. Once an nline r print publicatin date has been set, the jurnal generally ntifies the authrs. DCPA is ntified by the jurnal nly in instances when cmmunicatin regarding a specific paper has already been established. Therefre, we ask that yu immediately frward any ntificatins yu receive frm jurnals abut publicatin dates t ur attentin at ntificatin@einstein.yu.edu, subject line: Publicatin Date, s we can make final adjustments t ur publicity materials. These include making any changes t the press release r ther materials cnsistent with final changes the jurnal may have made t the riginal r revised manuscript. At this time, als send us the final prfs. These prfs are very imprtant fr us t have n file. Reprters ften ask t review the prfs while wrking n their stries. We want t make sure the reprters are wrking frm final prfs, nt manuscripts. By this pint in the prcess, DCPA shuld already be aware f the research. If this ntificatin frm the jurnal is the first time we hear abut a paper, we are unlikely t cnsider a press release. 3

4 Cnsideratin fr publicizing peer-reviewed research will be priritized based n whether an Einstein faculty member, pstdc r student is the lead, senir r crrespnding authr and whether the research being published adds in a significant way t the existing bdy f knwledge r is likely t be newswrthy. Other research utside these parameters will be cnsidered, but DCPA must priritize due t the high vlume f publicity requests. If a paper invlves a medical student, graduate student r pstdc, we request that utreach t DCPA be handled thrugh the paper s senir r crrespnding authr r the department chair r center directr, and nt directly by the student r pstdc. This will help DCPA streamline the cmmunicatin prcess. GRANTS Our department receives internal ntificatin f grant awards n a regular basis. Hwever, if yu have been awarded a grant and wuld like t bring it t ur attentin directly, please ntify us at ntificatin@einstein.yu.edu, subject line: Grant Ntificatin. Cnsideratin fr publicizing grants will be priritized based n these criteria: Newswrthiness The study, center r initiative being funded wuld be f brad interest, r f interest t imprtant audiences, including prspective students and faculty, ptential funders and stakehlders in the medical r medical educatin fields. The fcus f the wrk addresses an unmet medical need r fills a cmpelling scietal r scial need. Nvel Apprach The prpsed initiative r research is unique in a particular specialty r in the medical field ver all. Strategic Interest The area f funding falls within ne f Einstein s institutinal pririties as established by the Strategic Research Plan. If yu feel yur grant meets these criteria, ntify us at ntificatin@einstein.yu.edu, subject line: Grant. Please attach the grant abstract, and prvide a ne-paragraph synpsis explaining hw the grant will advance research. Als include hw the fcus f the grant reflects Einstein s verall research strength in a given area. ANNOUNCEMENTS DCPA is interested in imprtant annuncements cncerning yur department. Here is a partial list f areas f interest: Natinal r internatinal awards; Majr gifts t Einstein; Interesting initiatives that have lcal, natinal r internatinal imprtance; 4

5 Senir-level staff appintments that have significance utside Einstein; Significant speaking engagements (keynte-level) at lectures, sympsia and cnferences. Frward annuncements t ur attentin at ntificatin@einstein.yu.edu, subject line: Annuncement. Recruitment fr Studies Please nte that DCPA des nt publicize effrts t recruit participants fr clinical studies. Fr resurces and supprt, please cntact Luise Wlf, recruitment and retentin specialist in the Blck Institute fr Clinical & Translatinal Research at Einstein and Mntefire (ICTR), at lwlf@mntefire.rg. T have yur recruitment flyer psted in elevatrs arund campus, please see auxiliary services, lcated in Belfer 110. OP-EDS/LETTERS TO THE EDITOR DCPA encurages faculty members t engage with the public at large n tpics related t medical educatin, bimedical research and health thrugh published utlets utside the peer-review prcess, including p-eds and letters t the editr. Fr letters t the editr and p-eds in which yu mentin yur Einstein affiliatin, we request that yu share yur submissins with us prir t publicatin. We wuld like t be alerted s that we can ensure that submissin guidelines are fllwed prir t submissin and als s that we can fully mnitr Einstein s media presence shuld the piece be published. We appreciate that timeliness is a factr in these types f submissins and will make every effrt t respnd as quickly as pssible t yur . Please send all p-eds and letters t the editr t ntificatin@einstein.yu.edu, subject line: Op- Ed/Letter t the Editr. EVENTS DCPA is als interested in imprtant events cncerning faculty, pstdcs and students. Here is a sampling f events f interest: Majr lectures, sympsia and cnferences, bth internal and cnnected t yur invlvement with prfessinal rganizatins in which yu play a leadership r integral rle; Department-wide events whse tpics may appeal t the media; Einstein-wide events, including new faculty welcme, Match Day and graduatin day; Cmmunity events that highlight Einstein s cmmitment t the Brnx and cmmunity service. With regard t requests fr phtgraphy and audi and vide recrding: DCPA can help schedule such cverage. Hwever, many f these services require a charge back t yur department r prgram frm creative services (Peter Dama s grup). When making such requests, please prvide a funding number. 5

6 Send all ntices fr events t ntificatin@einstein.yu.edu, subject line: Event. TRENDS OR STORY IDEAS DCPA is interested in hearing abut trends in medical educatin, research and clinical practices. We welcme yur input abut thse areas f Einstein s strengths that need t be mre actively highlighted, r trends in which Einstein research plays a part. The media, in general, like t tie research advances t patient stries. When thinking abut hw t develp a stry, we recmmend the fllwing: Wherever pssible, suggest a patient-fcused angle. Befre calling us, get permissin frm a patient r study participant regarding his r her willingness t be interviewed. We understand that sme research stries especially thse invlving basic research have n immediate r clear patient cnnectin. If this is the case, please articulate why the research item is valuable. Be prepared t supply us with visuals, including phts, shrt vide clips r slides that wuld help an audience better understand the stry. Frward stry ideas r trends t ntificatin@einstein.yu.edu, subject line: Stry Idea r Trend. PUBLICITY EVALUATION AND OPTIONS A number f publicity ptins are used by DCPA. These include: press releases with embedded vide interviews, news capsules, mentins in the e-newsletter Einstein Cnnectin, a summary in Einstein magazine, a Web feature, a vide interview r feature, a reference in the annual reprt and/r a mentin n flat-screen mnitrs lcated in Einstein lbbies thrughut the campus. Additinally, DCPA rutinely ntifies members f the media n a targeted basis abut Einstein research, educatin and ther news items. Please recgnize that nt all studies, grants, annuncements, events r stry ideas will receive publicity. We will make every attempt t evaluate fairly each ntificatin we receive. The wrk f researchers frm Einstein itself (nt including its affiliated hspitals) is featured in 55 t 100 peer-reviewed jurnal articles each mnth. We typically generate press releases r news capsules (brief releases) fr six t ten research studies mnthly (abut 10 percent), based n newswrthiness f cntent, knwn media interest, trends and timing in relatin t events. This utput is cnsistent with that f ther medical schls. DCPA lks frward t wrking with yu t publicize Einstein s significant cntributins. 6